newslink volkswagen case study

Slide1: Volkswagen Case Study The Proof
Slide2: Introduction VW constantly invested heavily in press Motors is an increasingly competitive market. Pre-registration July - August 2002 VW ran a ‘value’ branding campaign. newslink and national press were used Independent research company Clark Chapman conducted the research
Slide3: Background Info VW’s target audience was ABC1 Male car drivers aged 25 to 65 who are “likely to buy from new in the next couple of years” 1,415 of VW’s target were interviewed during the research c700 pre and c700 post campaign All interviews were face-to-face, on the street, and conducted by qualified researchers Considering that the target audience are ‘interested in buying a car soon’, we may expect to see rises in awareness amongst advertised and non-advertised groups especially leading up to changes in registration on 1st September
Slide4: The messages
Slide5: Conclusions Indicators for VW Value campaign are very positive, especially for the performance of the Radio & Press and Radio only elements eg Spontaneous awareness Pre Post R&P 3% 10% Press 3% 5% Radio 3% 9% None 3% 5%
Slide6: Conclusions Crucially for VW this converted into changes of ‘likelihood to purchase’ eg Likely to consider Pre Post R&P 23% 32% Press 23% 20% Radio 20% 27% None 16% 14%

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